Moover: Scaling Car Subscription Without Losing Personal Contact

Moover is a Germany-based mobility company offering car subscriptions as a flexible alternative to traditional car ownership and leasing. What sets Moover apart is not just the subscription model itself, but the way it is delivered: with a strong focus on personal customer contact and service quality.

Moover is part of Autohaus Siebrecht, a well-established automotive group known for long-standing customer relationships and hands-on service. This heritage strongly shapes Moover’s approach. Customers don’t just interact with a digital platform, they have real people they can talk to, who guide them through vehicle selection, subscription changes, and questions throughout the contract lifecycle.

Moover combines this personal service DNA with a modern, digital-first car subscription in Germany, designed specifically for customers who want flexibility without losing trust and reliability.

Car subscriptions in a changing mobility market

Car subscriptions are not a short-term trend. For years, the automotive industry has been moving away from rigid ownership models toward usage-based and subscription-driven mobility.

Customers increasingly expect:

• flexible access instead of long-term commitments
• Predictable monthly costs
• Digital booking and contract management
• The ability to adapt as life situations change

As a result, car subscriptions have evolved from niche offerings into a core mobility model — especially in urban markets and among customers who value convenience over ownership. The market continues to grow steadily, with strong demand expected as manufacturers, dealerships, and mobility providers expand subscription offerings alongside leasing and rentals.

Moover entered this market with a clear perspective: flexibility alone is not enough. In a high-value product category like cars, customers still want reassurance, transparency, and personal guidance.

Moover’s business model

Moover operates a car-as-a-service subscription model, where customers subscribe to a vehicle for a fixed monthly fee instead of purchasing or leasing it.

The fixed monthly rate typically includes:

• Free mileage based on the selected subscription plan
• Comprehensive and collision insurance with a €1,000 / €1,000 deductible
• All maintenance and wear-and-tear repairs, fully covered
• Emissions and vehicle inspection fees
• Vehicle tax and registration
• TV and radio license fees
• All-season tires suitable for year-round use

Unlike traditional leasing, Moover’s car subscription allows customers to access a vehicle without long-term financial commitment — while still benefiting from the reliability and service quality of an established automotive group.

Importantly, Moover’s subscriptions are offered through a dedicated online store focused exclusively on car subscriptions, making the experience clearer, more user-friendly, and easier to manage digitally — without losing the personal contact customers value.

From monthly rentals to a scalable subscription model

Before launching Moover, Autohaus Siebrecht was already offering monthly car rentals, primarily through its physical dealerships. Customers valued the direct contact and trusted the team — but as demand grew, it became clear that the process needed to evolve.

The goals were clear:

• Make the entire journey more digital and user-friendly
• Enable customers to subscribe online
• Keep personal customer contact intact
• Build a scalable subscription model rather than manual rentals

At the same time, Autohaus Siebrecht already understood the operational realities of subscriptions:

• Automation of recurring monthly payments
• Dealing with payment failures and retries
• Invoicing at scale
• Credit checks and risk management
• Automation challenges when volume increases

What was needed was not a generic eCommerce tool — but a dedicated subscription management system to scale operations associated with this type of business model that could support automotive subscriptions reliably.

How circuly supports Moover’s subscription model

Rather than changing how Moover wanted to operate, circuly was introduced to support and formalise the subscription model Moover had envisioned.

circuly enables Moover to:

• Manage all operations of a car subscription business
• Automate monthly recurring billing
• Generate and manage invoices at scale
• Integrate credit checks to reduce risk
• Support common payment methods such as SEPA and credit cards

A Subscription model built to scale — without losing trust

Moover’s case shows how traditional automotive businesses can successfully transition into digital subscription models without abandoning their strengths.

By combining:

• an established dealership’s service culture
• a modern online subscription storefront
• and a dedicated subscription backend powered by circuly

Moover has built a car subscription model in Germany that is scalable, reliable, and customer-centric.

Looking ahead

Across the automotive industry, more and more companies are offering alternatives to traditional car ownership. Car subscriptions have moved beyond experimentation and are increasingly seen as a model that delivers value on both sides.

For customers, subscriptions offer flexibility, transparency, and freedom from long-term commitments. For companies, they create recurring revenue, higher customer lifetime value (CLTV), and multiple, ongoing touchpoints with customers — turning one-time transactions into long-term relationships.

However, moving from a sales-based model to a subscription-based one is not just a pricing change. It requires a strategic shift and, more importantly, operational alignment across billing, contracts, payments, risk management, customer communication, and lifecycle management.

Moover shows how this transformation can work in practice: by combining a clear business vision with the right subscription infrastructure.

If you’re considering launching a car subscription business or transitioning from traditional sales or leasing models to subscriptions, getting the foundations right from the start is essential.‍

Get in touch with us to learn how circuly supports automotive subscription models from first pilot to scalable operations.